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Other Pet Food in Poland

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Executive Summary

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PROSPECTS

Small mammal food sees fast development

Second to fish in pet population terms, small mammal/reptile food continued to record the fastest retail volume and value sales growth in 2017. This is mainly due to the widespread presence of small mammals in Polish households.

Fish tanks help to sustain value sales

Fish food saw a small recovery in retail current value sales, but not volume sales, from 2016, due to growing interest in fish tanks as part of an internal design trend in modern architecture. In addition, the popularity of European competitions of constructing the most sophisticated and visually attractive fish tanks strengthened interest in fish as pets and fish food.

Bleak prospects for bird food

Bird food is expected to see further decreases in retail volume and value (at constant 2018 prices) sales over the forecast period. Manufacturers of bird food were unable to stimulate sales growth as consumers showed a growing preference for cats, dogs and small mammals.

COMPETITIVE LANDSCAPE

Domestic player leads other pet food

PW Hobby Piotr Matuszewski continued to lead retail value sales of other pet food throughout the review period. The company sustained its leadership through a strong presence across the category.

Small presence of private label

Unlike in dog and cat food, private label remained a small presence in other pet food in 2017. This is partly due to the relatively low mark-ups available in other pet food, while established private label players focus on cat and/or dog food, which offer higher margins and larger revenues.

Little innovation and few marketing activities

The sales growth of other pet food in 2017 can be attributed mainly to the performance of small mammal food, which benefited from manufacturers’ marketing and promotional activities. However, apart from occasional price discounts and advertisements in the specialist hobby press, there was a general lack of marketing in other pet food, as manufacturers considered investments in TV or radio advertisements unprofitable.

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